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East Side Mario's conducts Pasta Pass promotion

Restaurant chain East Side Mario's recently conducted a promotion called "Every Day Pasta Passes." During the initiative, consumers were invited to sign-up for the promotion online. Those who did received a link at which the first 150 visitors could purchase the Pasta Pass on July 1. The $100 pass can be redeemed for pasta, soup or salad and garlic bread every day for two months. According to the company, the passes have a retail value of $1,000 and sold out in less than two minutes.

The promotion was developed in-house by parent company Cara Operations, supported by media relations from Cowan & Company.

"This is a very big year for Canada so we wanted to offer a once-in-150-years deal to celebrate it," said Sean Dennehy, director of marketing at East Side Mario's. "Worth more than $1,000, we knew the 'Every Day Pasta Pass' was an incredible deal. We just didn't realize how fast they would sell out."